Can You Describe What You Do Using A Short Elevator speech?

Suppose you're with Bill (an associate), who introduces you to Joan, who owns one of the companies you'd have a preference to do business with. Joan asks, "What do you do?"

How would you reply?

This is your lone chance to join up with a key business in your destination market. You want to grab Joan's notice and get her concerned enough to continue the exchange.

What will be your answer? Would you trip over your words and "blow the opportunity!' That's what most people do in this situation or only end up giving Joan a description of their job or their label.

Like a good boy scout you need to "be prepared" with a concise, powerful elevator speech. Then, when the moment arises, you can begin your elevator speech, sure that you can grab Joan's attention and pique her interest. You also know that your elevator speech will assist you to buy yourself adequate time while you think about what you could say next!

Wherever you are, and whoever you find yourself in the vicinity of, the way you initiate a discussion will determine whether or not it will continue. You should "seize the day" and get the opening with both hands before it's gone.
The problem with most labels/titles/roles is that they are rather imprecise and generalised. As a result, giving your label doesn't establish any prompts for the conversation to move ahead. Joan has not yet been given any ground why she should talk you again. In fact, by now, she's probably looking for a way to wind up the discussion and get onto other more substantial things!

Bottom line - who really cares" who you are" or "what your label is?" Joan has only just been associated with you; she has no interest in you or your title - Joan's only concern is: "what's in this for me?"

Did you catch that? Joan is not concerned about you, your company, your label, or the services you give! Joan's primary interest is in how you/your business can discharge the needs and wants of her business. Therefore, if you desire to get Joan's attention, your marketing message and your elevator speech have to be aimed in such a way that "Joan" begins to surmise - "this person can iron out my problem, I must to meet with him/her again."

An elevator speech gets Joan's attention by defining the problems her firm faces and which your business has devised an unique, innovative and valuable solution for. If Joan really fits within your target market, she'll be impressed and want to know more. If not, she won't; and you'll know there's no point in endeavouring to do business with her firm.

An elevator speech is a crucial marketing message. Don't shut the door on new business because of poor preparation. Rather, design a short, compelling elevator speech to help you to maximise your networking opportunities.

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